CAIRO: Mobile phone ownership is high among Egypt s younger generation, a report issued by the Nielsen Company, a global information and media company, found out. The report focused specifically on Egyptian youth, with the aim of cultivating a better understanding of their current mobile preferences. According to the report, This interest in youth is based on the fact that more than half the population lies under 24 years of age, indicating that the age of fun, vigor and vitality is serious business. Nielsen conducted 1,200 interviews with Egyptians aged 16-29 for the report. Interviewees hailed from urban areas in four main regions, including Cairo, Alexandria, Upper Egypt, and the Delta. They were also from four different socio-economic classes. The study found that on average, 88 percent of Egyptian youth own at least one mobile phone. This figure was higher in Alexandria, where 92 percent of those interviewed owned at least one mobile phone. Cairo lags slightly behind Alexandria, with 84 percent of youth owning at least one handset. According to a report issued by the Information Decision and Report Center, mobile phone subscriptions in Egypt reached 44.59 million this year. This number is expected to increase in upcoming years. The number of mobile subscribers in Egypt has increased significantly over the past three to four years, says Marise Ananian, an EFG-Hermes telecommunications analyst. Egypt has a mobile phone penetration of about 60 percent. Ananian adds that Egypt s mobile market saturation is around 77 percent, according to her estimates of the mobile addressable market in Egypt. This high penetration of mobile phones demonstrates its integration into Egyptian daily life. Owning a mobile phone seems to have become a cultural norm. "Living in this era of technological boom, consumers leave their homes with three basic items: a mobile, a wallet and a house key, says Hany Mwafy, the Nielsen Company s managing director for North Africa. It is especially the youth who regard it as a basic need, since they grew up with its widespread use. Madiha El Safty, professor of sociology at the American University in Cairo, agrees that mobile phones have become a standard fixture for many Egyptians. It is found among all classes, and not necessarily used for utilitarian purposes, she says. The study found that 68 percent of those interviewed use their phones for personal calls. A mere 32 percent use their mobiles for business-related calls. In regards to prices, the study found that most Egyptian youth are spending less than LE 50 per month on their mobiles. The higher the age group and the higher the socio-economic class, the more money is likely to be spent. The report also highlights the popularity of Vodafone and Nokia. Vodafone emerges as a market leader and network of choice among the Egyptian youth while Nokia is the most preferred brand when it comes to handsets, the study states, with 93 percent of Egyptian youth preferring Nokia mobile devices. Three out of five youth have owned one or more handsets prior to their current device. This figure increases among higher socio-economic classes, with youth in these classes buying handsets more frequently. Females and youth in Alexandria are more likely to hold onto their mobile device for as long as it will last. The motivation for a purchase of a new mobile phone is largely due to updated features, with Bluetooth, camera, video capabilities, and mp3 cited as being the most important features to Egyptian youth. Mwafy believes that mobiles have become both a means of communication as well as a means of entertainment. It is part of their lives, says Mwafy.
